Maximize Retail Media Investments

A senior retail agency executive made waves by suggesting that brands should focus on the top handful of retail media networks (RMNs), arguing that the proliferation of networks has made working with more than a select few impractical. While this perspective might seem logical at first glance (after all, who doesn't love simplification?), it represents a potentially costly retail media strategy that could leave significant value on the table.

Let's consider an analogy that puts this in perspective. Imagine a dentist saying, "Thirty-two teeth? Who can focus on all those? I will deal with the front eight since those are the ones most people see anyway." We'd rightfully question their professional judgment. Yet some professionals are advocating for a similarly limited approach when it comes to retail media networks.

At G-Comm, we've seen firsthand how this "top few only" RMN mindset can handicap brands' growth potential. The "there are too many networks" narrative has become a convenient talking point that actually consumes more time and energy than it would take to evaluate additional RMNs properly.

Understanding the Hidden Cost of Limitation

When brands limit themselves to only the largest networks, they often leave significant value on the table. Through our work with diverse clients across industries, we've consistently seen how smaller and emerging RMNs can offer distinct advantages:  

• More favorable pricing

• Less competition for consumer attention

• Unique audience segments and targeting capabilities

• Innovative measurement and attribution approaches

• Early-mover advantages in emerging markets

• Specialized category expertise

Think about it this way: if you're only fishing in the same waters as everyone else, you're competing for the same fish. But the retail media ocean is vast, with numerous unexplored areas teeming with opportunity. Some of our most successful clients have found their sweet spots in unexpected places – niche networks that align perfectly with their target audience or emerging platforms that offer superior engagement rates.

Making Sense of the Network Landscape

The key to success isn't limiting your options – it's developing a systematic approach to RMN evaluation and engagement. At G-Comm, we've developed a proprietary framework that helps brands navigate this complexity efficiently and effectively.

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Understand Where Your Products Sell

This might seem obvious, but we're constantly surprised by how many brands skip this crucial first step. Your RMN strategy should prioritize platforms where your products already have traction, but don't stop there. Look for networks where your target audience spends time, even if they're not buying your products there yet.

Evaluate RMNs With a Checklist

Use a comprehensive evaluation checklist to assess potential RMN partners on factors like audience reach, data quality, performance measurement, cost structure, and technical capabilities. This will help you identify networks that truly align with your business goals.

Audience and Reach

• Audience size aligns with brand goals

• Customer demographics match target market

• Geographic coverage meets needs

• Category relevance demonstrated

• Shopping behavior alignment

• Minimal audience overlap with existing RMNs

Data and Targeting

• Rich first-party customer data

• Purchase intent signals

• Category purchase history

• Browse/search behavior tracking

• Custom audience capabilities

• Look-alike modeling available

Performance and Measurement

• Clear attribution methodology

• Closed-loop measurement

• Real-time reporting

• Custom KPI tracking

• Cross-channel insights

• ROAS transparency

Cost and Value

• Competitive CPM/CPC rates

• Flexible payment models

• Volume discount structure

• Test budget opportunities

• Clear fee structure  

• ROI demonstration

Technical Capabilities

• API integration available

• Multiple ad formats supported

• Campaign automation tools

• A/B testing capabilities

• Inventory forecasting

• Brand safety controls

Implement a Tiered Engagement Model

A tiered engagement model is one of the most effective strategies we've implemented at G-Comm. Rather than treating all RMNs equally or ignoring smaller players entirely, we help brands create a structured approach that maximizes opportunities while managing resources efficiently.

Your core RMN partners – typically three to five networks – deserve the deepest level of engagement. These are the platforms where you'll invest most heavily, both in terms of budget and time. Expand from there. We usually recommend maintaining a second tier of "growth opportunity" networks where you'll test and learn, and a third tier of networks to monitor for future potential.

G-Comm’s Tiered RMN Partnership Model

Tier One: Strategic Partners (three to five networks)

• High sales volume alignment

• Full-funnel capabilities

• Deep integration potential

• Premium support level

Tier Two: Growth Partners (four to six networks)

• Emerging potential

• Category relevance

• Competitive pricing

• Basic integration needs

Tier Three: Test Partners (two to three networks)

• Innovative capabilities

• Niche audiences

• Flexible test budgets

• Limited integration

This is just one approach, but it’s helped many of our clients stay ahead of the curve, identifying promising opportunities before they become obvious to everyone else. Remember, today's niche player could be tomorrow's category leader.

Strategizing Your Budget Allocation

One of the most common questions we get at G-Comm is how to allocate budgets across multiple RMNs. While there's no one-size-fits-all answer, we've developed this flexible framework to help brands make informed decisions.

• Think about allocating about 50% of your budget to your core strategic partners — these are the networks with which you have proven success and strong relationships.  

• Then consider dedicating about 30% to growth opportunity networks that show promise based on your evaluation criteria.  

• Finally, try to reserve up to 20% for testing and innovation. This might seem like a lot to dedicate to experimentation, but in our experience, test budgets often uncover the next big opportunity.

The keys are to remain flexible and data-driven: We help our clients continuously monitor performance across networks and shift budgets based on results rather than preconceptions. Sometimes, what starts as a small test can quickly become a core part of your strategy when the results prove compelling.

Evolving With Retail Media

Retail media’s current complexity isn't permanent. We're already seeing signs of evolution similar to what happened in the early days of digital advertising. Ad exchanges and DSPs emerged because there were too many individual sites to manage directly. The retail media ecosystem will likely follow a similar pattern of evolution and consolidation.

However, waiting for this consolidation to happen before engaging with newer or smaller networks is a mistake. The brands that are building relationships and gathering learnings now will have a significant advantage when the landscape matures. They'll understand what works, what doesn't, and why – insights that competitors can't quickly replicate.

Getting Ahead With G-Comm

We’ve built our business around helping brands navigate retail media effectively. Our proprietary tools and methodologies make evaluating and managing relationships with multiple RMNs practical, never overwhelming.

We provide automated performance tracking across networks, sophisticated audience overlap analysis, and ROI forecasting tools that help brands make informed decisions quickly. With our retail media accelerator, streamline your campaign from setup to performance analysis so it’s practical to work with more networks without proportionally increasing operational overhead.

Starting Now

Ready to move beyond the "top few only" RMN mindset? Try this:  

1. Audit Your Current RMN Strategy: Look at where you’re spending, what results you’re getting, and where you might be missing opportunities.  

2. Develop a Comprehensive RMN Evaluation Framework: Create clear criteria for assessing RMNs, going beyond basic metrics like audience size.  

3. Implement a Tiered Engagement Model: Categorize networks into core partners, growth opportunities, and test initiatives.  

4. Optimize Your Operations: Streamline workflows, determine measurement goals, and enhance collaboration across RMNs.

5. Partner With G-Comm: Leverage our expertise, tools, and retail media accelerator to drive better results.  

It’s time to make the most of the full retail media ecosystem. Download our "Navigating Retail Media's Open Waters" whitepaper for the latest retail media info, advice, and trends. Or contact G-Comm today. We can help you evaluate RMNs efficiently, negotiate favorable terms, optimize performance, scale successful programs, navigate technical challenges, and maximize your ROI to get the most from your retail media investments.

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Angela Myers, currently serving as SVP of Retail Media for G-Comm, a division of Goodway Group, brings over 20 years of experience across retail and ad tech with former leadership roles at Oracle, Datalogix, and A&P. With a strong background in insights, analytics, data monetization, and retail media coupled with a customer-first approach, Myers now leads G-Comm, Goodway Group's retail media accelerator, expertly navigating brand marketers and retailers through the evolving retail media landscape.   

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